平台化生态标签漂绿的制度性成因与治理逻辑

Institutional Drivers and Governance Logic of Platform-Based Eco-Label Greenwashing

摘要: 随着数字平台在绿色消费、可持续供应链与责任投资等领域中的作用不断增强，生态标签逐渐从政府主导的合规工具演变为由平台整合、认证与传播的市场化信号机制。生态标签在降低信息搜寻成本、促进绿色产品扩散的同时，也引发了日益突出的平台化漂绿问题。基于制度分析视角，本文系统梳理了平台生态标签漂绿的内在成因、现实危害及其治理路径。研究认为，平台生态标签漂绿并非个别企业的机会主义行为，而是由信息压缩与信号失真、平台增长导向激励、企业有限理性学习与策略模仿，以及多方参与下的责任分散等因素共同作用所形成的系统性结果。在此基础上，本文进一步分析了平台生态标签漂绿对市场筛选机制、竞争秩序、制度信誉与平台治理可持续性所带来的负面影响。针对上述问题，本文从制度设计层面提出相应治理思路，包括由静态认证向动态评估转型、实施差异化惩罚与局部精准治理、重塑平台激励以将信誉损失内生化，以及通过多方参与机制降低信息不对称。本文的分析有助于深化对平台化生态标签治理边界的理解，并为后续从演化与网络视角开展相关研究提供现实依据。

Abstract: As digital platforms increasingly assume pivotal roles in green consumption, sustainable supply chains, and responsible investment, eco-labels have gradually evolved from government-led compliance instruments into market-based signaling mechanisms that are integrated, certified, and disseminated by platforms. While eco-labels reduce information search costs and facilitate the diffusion of green products, they have also given rise to increasingly salient forms of platform-based greenwashing. From an institutional analysis perspective, this study systematically examines the underlying causes, practical consequences, and governance pathways of greenwashing in platform-based eco-label systems. The analysis suggests that platform eco-label greenwashing should not be attributed solely to opportunistic behavior by individual firms, but rather understood as a systemic outcome jointly shaped by information compression and signal distortion, platform growth-oriented incentives, firms’ bounded rational learning and strategic imitation, and the diffusion of responsibility under multi-actor participation. Building on this framework, the paper further analyzes the adverse impacts of platform eco-label greenwashing on market screening mechanisms, competitive order, institutional credibility, and the sustainability of platform governance. To address these challenges, the study proposes a set of governance approaches from an institutional design perspective, including a transition from static certification to dynamic evaluation, the implementation of differentiated sanctions and localized targeted governance, the realignment of platform incentives through the internalization of reputational losses, and the reduction of information asymmetry through multi-stakeholder participation mechanisms. This analysis contributes to a deeper understanding of the governance boundaries of platform-based eco-label systems and provides a practical foundation for future research adopting evolutionary and network-based perspectives.